Validating a dial-turning instrument for real-time measurement of affective and evaluative responses to advertising
By: Michel Tuan Pham, G. David Hughes, Joel B. Cohen
Contributors: Hughes, G. David; Cohen, Joel B
Series: Report / Marketing Science Institute -- no. 93-116; Report (Marketing Science Institute) -- no. 93-116
Publisher: Marketing Science Institute
Published: 1993
Place of publication: Cambridge, Mass
Language: eng
Number of pages: 26
Subjects: Consumers -- Attitudes; Attitude (Psychology) -- Testing; Marketing research; Television advertising -- Psychological aspects; Television viewers -- Attitudes
Notes: "Working paper."

"September 1993."

Includes bibliographical references (p. 25-6)